Integrated

According to the Perception Institute, most Americans (and other nationalities) consider themselves unprejudiced. However research shows that a high percentage of them unintentionally make snap judgments about people based on what we see, whether it’s race, age, gender, religion, sexuality, or

disability. This is called implicit bias.

The challenge was to demonstrate this and celebrate unconventional notions of love. To achieve this, a large x ray installation was created that displayed skeletons kissing, hugging and dancing. The thousands onlookers mentally filling in the blanks. When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias.

The video of the live experience went immediately viral (40 millions views in 2 days). An integrated campaign supported by rival brands (Coke and Pepsi, P&G and Unilever, StateFarm and Allstate) and 8 nonprofit

organizations drove millions of people to the Love Has No Labels website where

they could take a test created by Harvard University, learn further about implicit bias and also share their own “Love Has No Labels” pictures.

The film recently hit 100 million combined views becoming the fastest spreading campaign ever and 2nd most viewed PSA in history after just 3 weeks. International media commented about the integrated campaign making it a trending topic on social media all over the world.

Over ten thousand people witnessed the event live. A video of the stunt went immediately viral (40 million views in two days). It recently hit 100 million combined views becoming the fastest spreading campaign ever and the 2nd most viewed and shared PSA in history, just after 3 weeks.

Over 1 billion media impressions.

1 million people took the online test created by Harvard University.

International TV networks talked about the campaign as well as iconic TV shows and influential Newspapers, websites and blogs. Funny or Die created a hilarious parody helping the film become part of culture.

Numerous couples used the online toolkit to post pictures showing their love, some of these people finding in the campaign an opportunity to courageously post a message to tell friends and family that they were gay.

Numerous celebrities shared the campaign including the First Lady of the United States, Michelle Obama.

To launch the campaign a live xray

experience was created on Valentines Day in one of the most liberal places on earth Santa

Monica CA. An on screen call to action directed the audience to a website where a test by Harvard University and content educated them about bias and diversity.

A video of the stunt was then posted on Upworthy’s Facebook page and later on AdCouncil Youtube channel to maximize sharing and spark conversation. Simultaneously, rival brands united to support the campaign, sharing the film on their social channels and changing their profile picture for the campaign mark.

The film also aired on digital outdoor in iconic places such as Time Square. TVC, print, poster, pre roll, banners spread the message as well. Finally, an online toolkit gave people the opportunity to upload and share their own “Love Has No Labels” pictures, which continue to

promote the campaign.

Even the most open minded people have implicit bias inbuilt through society stereotypes, even if

they don't consciously act on it. But addressing this is near impossible when these same people

don’t acknowledge they're affected by it. Introducing them to the concept in a surprising manner was core to the planning of this campaign. They were to never feel shammed but asked to rethink.

To achieve this a large x ray installation was created that displayed skeletons kissing, hugging and dancing the thousands onlookers mentally filling in the blanks. When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias. An integrated campaign including event, film, social, print, digital outdoor and PR has been conceived to get the message in front of the widest possible audience.